Life Stages are the distinct phases that all Customers, to a greater or lesser degree, move through during their lifecycle. As Customers migrate through these Life Stages, they are either gaining potential value or losing it. Segmenting Customers by Life Stage is essential for developing an effective Marketing Strategy to reach them.

Customers are segmented into one of four Life Stages.

  1. Stage 1 Customers are one-time buyers with positive Expectancy.
  2. Stage 2 Customers are multi-buyers with positive Expectancy.
  3. Stage 3 Customers are multi-buyers with negative Expectancy.
  4. Stage 4 Customers are one-time buyers with negative Expectancy.